When it comes to finding growth opportunities, brands and companies are usually well served by seeking out the consumers inclined to outspend in one or more categories. For multinationals and other companies looking for uptrends in China, look no further than the Connected Spenders: a young, affluent and connected group eager to engage with brands and their conversations. And according to Louise Keely, president, The Demand Institute, and SVP, Nielsen, these consumers are worth paying attention to because they’re going to drive Chinese consumption growth over the next 10 years.